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Shaping Marketing Image: How To Let Customers Take The Initiative To Find Us?

2014/8/18 10:58:00 12

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readers may be puzzled: do you want customers to take the initiative to "knock on the door" for big businesses and big brands, and for small and medium-sized enterprises or enterprises with low brand influence? Indeed, brand influence really plays a huge role in attracting customers to come to the door. Brand is the best customer gathering tool.

McKinsey consulting, for example, hardly ever put ads on the mass media, nor did it call the customers through the marketing staff. But McKinsey has never lacked customers and let customers take the initiative to find the door.

For McKinsey, successful marketing is not to actively sell itself, but to identify customer needs, create customer needs, and then use the advantages of enterprises and professional technology to meet customer needs.

In fact, small and medium-sized enterprises can also let potential customers take the initiative to come.

however, this requires three basic conditions: the first condition is that the product (or service) has a real market demand, and the product (or service) is sufficiently different from the competitor, and there are bright spots that can make potential customers brighter. The second condition is that the product (or service) should have contact points with potential customers, or that customers can know it, find it, understand it and find it; the third condition is that the product (or service) has comparative value, so that potential customers can feel that they can enter their "purchasing catalogue", which can be compared to the selection, or even become a reference for purchase.

I believe that the key is to play the role of marketing rather than the role of marketing.

In other words, it should be based on marketing "pull" rather than relying on salesmen's "push" in sales, that is, by marketing a "loud call" to get enthusiastic response from potential customers.

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potential customers have two meanings in their own initiative: first, potential customers take the initiative to contact enterprises or salesmen for pre purchase consultation and investigation.

Second, potential customers patronize products (or services) to achieve purchase and paction.

In the above, I have emphasized that it is prerequisite for potential customers to take the initiative to come home. At least, let potential customers have the opportunity to find, know and get communication channels.

In attracting potential customers, the role of marketing is being weakened and marketing is more crucial, because the role of marketing is very limited.

to achieve the goal of enabling potential customers to come home, enterprises and salesmen can make efforts from the following four aspects:

1, attracting customers by brand influence.

"brand name" is the brand name.

The brand has the function of collecting customers and has strong absorbability to potential customers.

I believe readers have witnessed such a scene: Gome and WAL-MART supermarket are always crowded when they open to the public. Besides the preheating of advertising and PR marketing, the strength of brands can not be underestimated.

It can be seen that brand is the purpose, but sometimes it is also a means and a marketing tool.

For enterprises with brand influence foundation, we must aim at such a goal: make the brand into a synonym for a category, and occupy the mind of potential customers.

It can be said that a differential pronoun can give potential customers a reason to buy your product (or service) instead of competitors.

As pointed out by Mark E Perry (MarkE.Parry), a professor at the Dalton School of business in Virginia, USA, "if a brand has a pronoun" in the mind of a potential customer, then when the customer thinks of the brand, he will think of this pronoun. When customers think of this pronoun, they will think of the brand.

Xerox has become synonymous with copiers.

It is easy for potential customers to remember and think of "first" at the critical moment, that is, the brand that is synonymous with category, but not many people will remember "second".

two, by attracting customers' attention to attract customers /p >

the idiom of "preemptive man" is not unfamiliar to readers. It inspires enterprises and salesmen to be good at competing with their competitors for the attention of potential customers.

Ushinski, a Russian educationalist, once pointed out that "attention" is the only gateway to our mind, and everything in consciousness must go through it.

Attention is one of the five basic elements of intelligence. It is the preparation state of memory, observation, imagination and thinking.

Therefore, attention is often referred to as the gateway to the mind.

The concept of "attention economy" was first put forward by Michael MichaelH.Goldhaber.

In 1997, he published an article entitled "attention buyer" (AttentionShoppers) on the famous American HotWired.

In this article, goldward pointed out that the current formulation of information economy is inappropriate, because according to the theory of economics, the main topic of its research should be how to make use of scarce resources, while information in the information society is not only a scarce resource, but rather an excess.

Relative to excess information, only one resource is scarce, that is, people's attention.

Indeed, as professor Simon said, "value is no longer information, but attention."

in the digital age, customer attention is fragmented. Now it is more and more difficult for enterprises to reach potential customers and maintain real customers.

Because of the increasing number of customers and the continuous differentiation of media audiences, the number of audience of single media is also shrinking.

Because the information pmission is blocked or disturbed, the way of marketing that relies on the channel of gaining attention has been greatly reduced. The kind of marketing which is blocked, interfered and intrusive has become more and more difficult to achieve results, and it has even failed in some areas.

If the enterprise and brand are not very well known, efforts should be made to attract the attention of potential customers and seize the eyeballs of potential customers.

there are two ways to seize the eyeballs of potential customers: first, let potential customers have more chances to notice enterprises, such as searching for attention through search marketing.

Search engine marketing (SEM) is based on potential customers using search engines, using potential customers to retrieve information opportunities, as far as possible to convey marketing information to target customers.

To put it simply, search engine marketing is based on the network marketing of search engine platform, using people's dependence on and use habits of search engines, and pmitting marketing information to the target customers as much as possible when people retrieve information.

Search engine marketing seeks the highest cost performance, with the smallest input, gets the largest amount of visits from search engines and produces commercial value.

The second idea is to attract potential customers through event marketing.

Through planning, organizing and utilizing personages or events with celebrity effect, news value and social influence, enterprises can arouse interest and concern of the media, social organizations and consumers, in order to improve the visibility and reputation of enterprises or products, establish a good brand image, and finally promote the means and means of selling the products (or services).

three, using successful cases to attract customers to visit /p >

sales is a persuasive knowledge. What is the most convincing thing?

Successful cases are "facts" and "facts" are better than eloquence.

The power of example is endless. The example is sales force. The example will attract potential customers to take the initiative to patronize enterprises and products (or services).

For commercial customers, while paying attention to the supply market, they will also pay attention to the dynamics of their peers.

In particular, the success of their peers will make commercial customers more envious.

In this regard, business customers may choose two kinds of actions: the first choice is to follow up their peers and make the same choice with their peers; the second is to choose a supplier with the most competitive suppliers to cooperate with them to compete with their peers.

In any case, theoretically, there is a 50% chance for potential customers outside the real world to cooperate.

Because of this, many enterprises attach great importance to building successful cases and shaping typical cases.

For example, solar water heaters support real estate developers, build green energy demonstration communities, and build paint enterprises to build model projects and management information software to help customers reduce costs and improve efficiency.

In fact, successful customers have become marketing tools for businesses and salesmen, as the best way to attract potential customers or persuade potential customers.

For personal customers, there is a similar reason.

In addition to actively recommending to potential customers, potential customers will imitate, follow suit or pursue sexual consumption, which is the power of example.

The typical patients, such as the successful medical treatment of medical products, the commercial trucks that help the individuals make money, and the successful business elite are using a mobile phone, which can affect the purchase of other potential customers and even become the purchasing poles of potential customers.

four. Using a fleeting sales incentive policy

If an enterprise wants to make potential customers quickly surfaced, it is necessary to try to make potential customers heartbeat, which depends on the sales policy that can make potential customers heartbeat and mobilize the enthusiasm of customers.

Or, enterprises should create pressure for customers. This means limiting potential customers through limited time or limited opportunities, not giving potential customers more hesitation and waiting time, forcing customers to come out and take the initiative to come.

Based on the above, enterprises and salesmen can have three ways of operation: first, time stamping.

By limiting sales, customers are forced to show up and purchase within a specified time limit.

The two is policy pressure.

Through the sales policy stimulus, let potential customers quickly appear and launch.

The three is quantity suppression.

Develop limited sales, so that potential customers feel that waiting will miss the opportunity.

In many cases, we can combine time, policy, quantity and other factors to play a comprehensive role in suppressing potential customers, and play an important role in developing and purchasing potential customers.

how will customers come to /p >

for those potential customers who take the initiative to send home, they will adopt different knocking methods because of their different mindset and motivation.

For potential customers to take the initiative, it does not mean that potential customers agree or "yield". On the contrary, enterprises should be regarded as potential customers' initiative.

For this reason, enterprises and salesmen must aim at different types of potential customers, skillfully dismantle and recruit accurately, and coordinate every potential customer who takes the initiative.

those potential customers who take the initiative to deliver their doors are very suspicious. There are mainly five cases: /p >

1. Potential customers are coming home with determination, /strong > /p.

in many cases, potential customers come with the determination to buy. This is often the fact that potential customers have fully understood the enterprise, brand, product and service, and have already had a clear grasp of the price and purchase terms.

There are three main situations: first, the democratization of enterprise information, and the communication between enterprises and potential customers has made the information pparent and symmetrical. There is no doubt and worry about potential customers.

Second, potential customers get "empirical" support, that is, specific buyers cases, potential customers get the confidence from the example.

Third, potential customers get some kind of reliable commitment, or some reliable sales solution.

If potential customers feel that the purchase is valuable, and the risk is very small or even the risk is zero, the potential customers will take the initiative to come to the company to cling to the board, which is very likely.

Therefore, enterprises must be good at capturing such potential customers' signals of "fixed purchase" and implement pactions as soon as possible.

In the face of potential customers who take the initiative to visit, enterprises must be honest with each other, treat them without any obstacles or fair trade, instead of putting up "shelves" or taking the opportunity to "kill" customers.

two, potential customers with confidence to come to /p >

in this case, potential customers have strong purpose and willingness to purchase.

However, potential customers haven't made the final purchase decision.

Moreover, potential customers often have a certain degree of understanding and confidence in enterprises, brands, products and services.

At this time, all contacts between the enterprise and potential customers should pay attention to it. Do not pour cold water on the customers' heads. Instead, they should try their best to arouse the enthusiasm of potential customers, so that potential customers can buy the final confidence.

You know, when potential customers come with confidence, every detail can become a stepping stone to take orders.

At one time, Mr. Savvas, a businessman in Argentina, went to the Samsung AUX company for a visit. He accidentally saw a strange scene. During lunch time, an ordinary assembly line operator was kneeling on the bottom of the soil for a long time, only to pull out two screws from the bottom of the operation platform.

Shortly thereafter, AUX received an order worth $5 million from Mr. Savvas.

Later, Mr. Savvas said he thought Samsung AUX's business strength and product advantages were not "outstanding" compared with other companies that were the top brands in China. But these two screws left a deep impression on him, prompting the purchasing group to make a purchase decision.

It can be seen that Samsung's AUX style and the spirit of focusing on detail moved customers and won orders.

three. Potential customers come with worry.

for potential customers to come home with worry, there is often a lack of awareness of the enterprises, brands, products and services. Fear of certain unfavorable factors will bring problems to verify, including textual research and verification.

For such potential customers, at least have shown some interest, or already have a certain purchase intention.

For this reason, potential customers may come to contact with enterprises or salesmen in a variety of ways: telephone consultation, mail consultation, brand community consultation, etc.

For such potential customers, the key is to find their concerns, that is, the concerns of customers and the process of dispelling potential customers' concerns, that is, the process of selling.

It is precisely because the potential customers are very worried that enterprises need to make a guarantee or provide a solution to the problem.

For example, the carnival decoration company in Wuhan promotes the "first decoration, after payment" brand new home decoration mode in the home decoration industry to solve the customers' concerns about the quality of decoration and the safety of funds.

The most essential difference is that "first decorate, then pay", giving customers the right to "dissatisfied without paying," and the customer can rely on this right to safeguard their rights and interests effectively.

Thus, we can once and for all dispel the concerns of the customers about "how the project quality is not satisfactory," and "how to increase the price of the decoration company after the commencement of the project," and "the company that the home decoration company absconded with the money".

It has won the market by providing customers with "worry free home improvement services".

four, potential customers with curiosity, /strong <

according to psychological research, curiosity is one of the basic motives of human behavior.

Potential customers are no exception. There are five reasons for being curious about potential customers, including irritating problems, providing only part information, revealing iceberg, novelty, using group convergence effect, and so on.

Professor Liu Anyan of Jackson State University, USA, said: "exploration and curiosity seem to be the nature of ordinary people. For mysterious and mysterious things, they are often the objects of concern."

Curious potential customers are always curious about many things, like to understand and like to contact with different kinds of information.

Strange things and stereotyped things are more attractive than new things. They are more likely to arouse the attention of potential customers.

If you want your potential customers to show up or even take the initiative to explore, you should be good at using their curiosity and make good use of this Sales driving factor.

For this reason, enterprises can adopt the propaganda method of reverse thinking, such as adopting suspense advertising or organizing speculation activities, which can arouse the desire and curiosity of potential customers and attract potential customers to solve the answers through telephone, e-mail, service community and even door-to-door.

For salesmen, we should grasp the sales opportunities in this process.

Many potential customers will be curious when they do not understand the situation. Even if they do not buy, they will know the ins and outs of the problem.

In the process of answering questions, salesmen skillfully introduce products (or services) to potential customers, and it is very likely that they will turn potential customers into real customers.

five, potential customers are trying to come to /p >

many potential customers come to visit, sometimes they want to find the "feeling" through experience.

If you find the feeling, you can buy it.

No matter what way the potential customers come home, such as telephone interviews, field visits, online consultation and other ways, potential customers can get the corresponding experience, and then capture the information of service attitude, product quality, service configuration and so on.

The cleverness of potential customers is that they are good at acquiring material or spiritual experience through observation, listening, trial and trial, so as to test their own judgement and regard this experience as the basis for future decision making.

It can be said that experience is the pformation of potential customers into real customers, and experience is the best marketing tool for potential customers who try to come to mind.